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The Closet: Your Virtual Fashion Hub
1. Keisha Stephen l Sona Martirosian l Diana Mella Roca l Jennifer Mininno
NYU MS Integrated Marketing
E-Commerce Business Development
2. Company Information
http://thecloset.com
The Closet is every fashionista’s homepage.
Your favorite fashion blogs, stores, news, and
media are now hanging in one place. Like a
really good outfit, you can edit it, tweak it,
accessorize it and customize it to evolve with
your personal style.
3. Mission
YOUR VIRTUAL WALK IN CLOSET
All the fashion news, street style pictures, fashion
blogs, online stores and online editorials have
become more overwhelming than a pile of clothes
on your bed before an important night out. The
Closet solves this problem by giving fashionistas
one simple place to organize it all.
4. Value Proposition
By giving you a highly personalized new
organization system, The Closet saves you
time by aggregating all your favorite fashion
news, blogs, and retail sites and ensures
that you don’t miss out on the latest “it”.
5. The Closet:
Not Your Average Fashion Site
• Highly personalized
• Summarizes
• Keeps Fashionistas in the loop
• Saves you time
Users
• Behavioral targeting
• Geo Targeting
• Highly engaging campaigns
• Highly targeted e-mail lists
Advertisers
6. Revenue Model
Details Target
Advertising
Fees from advertisers in exchange
for display ads
Fashion retailers, Fashion
publications, Female-
targeted products
Affiliate
Payment in percentage of sales
based on referrals from
TheCloset.com
Fashion E-Retailers, Beauty
E-Retailers
Sponsored
Widgets
Customized widgets made for clients
on a case by case basis
Fashion retailers, Fashion
publications, Female-
targeted products
Dedicated
Newsletter
Customized news piece in “The
Essentials”
Fashion retailers, Fashion
publications, Female-
targeted products
8. • The U.S. female population will increase 9%, from 150
million in 2005 to 165 million in 2015
• Nearly nine out of 10 women report that they have
shopped for clothing themselves in the past year, and
eight out of 10 women have made a purchase during
that time.
• 156 million consumers in the US ages 14 and older will
buy online in 2013
Market Opportunity: Consumers
Almost 9 out of 10 internet users in the US will browse,
research or compare products online this year.
24. COMPETITIVE ANALYSIS
fashion
blogs news sites magazines
sites
e-tailers online
communities
apps
focus personal
coverage on
fashion and
brands
news, updates,
interviews
digital version of
print magazine
and online-only
content
(editorials)
sell merchandise social commerce reader, games,
mobile
commerce
business model ads, product
placements,
brand
advocates
ads, sponsored
news
ads, product
placement in
editorials
e-commerce affiliate (usually a %
on sales)
various (ads,
purchase,
subscription)
advertising high high high low medium medium
loyalty high medium medium medium high high
personalization none none none none high medium/high
25. • First mover advantage:
• first fashion-only content aggregator
• Differentiation strategy:
• offer a product with features that are not yet
offered by competitors (uniqueness)
• Superior value: personalization of content
• users customize their own experience
• “à la carte” content consumption leads to high
and immersive user engagement
COMPETITIVE ADVANTAGE
30. B2B Target Audience
A range of retail stores and fashion brands that appeal to our
target audience and want more exposure in a competing
environment. These include both middle end and high end
businesses, small boutiques, vintage stores, etc.
33. Media Strategy & Promotion: B2B
Acquisition
• Use SRDS to target
CMOs, execs and
movers and shakers in
the fashion world:
• Direct mail teasers
• Media Kits
• Invites to exclusive
launch party
• Targeted online
advertising
• Press Releases
34. Media Strategy & Promotion: Influencers &
Strategic Partnerships
Use Social Listening
tools to find
influencers and high
volume fashion
bloggers and form
partnerships
35. CRM Strategy
• Use Salesforce software to manage B2B & B2C audience
• B2C audience:
• Collect names & email addresses
• Collect RFM data into a database and segmented to set
up Loyalty programs
• Two levels of Loyalty Cards:
• Fashion Forward
• Ultimate Fashionista
